A company knows in theory that corporate policy is to encourage creative thinking and growth. The communications policy is to quickly and accurately support all of its audiences. In fact the company is encouraged to think of new ways to efficiently and effectively accomplish that goal as long as it follows corporate policy and conventional wisdom. Three of these conventional wisdoms are: 1. Public relations (PR) should be the sole spokesperson for the company. 2. PR should develop, run and manage all blogs. 3. New products, new services require an editorial tour. There are an ever growing number of opportunities for PR people to take advantage of the next generation Web. The only warning is that the direct contact efforts allow for, encourage and produce feedback. Feedback that can make you smile or cry. Product introductions, roll-outs have to be done as short-term activities with optimum impact to maintain a sustainable advantage.
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